论服务营销与零售银行市场竞争力

On the Service Marketing and Market Competition of Retail Bank

零售银行,主要针对个人和中小企业提供以消费信贷、银行卡业务、网络银行及个人理财业务为代表的金融服务。随着外资银行进入中国脚步的加快,未来的中外银行竞争将首先在零售银行领域展开。本文在把握零售银行服务本性的基础上,指出国内零售银行未来发展的主要障碍,提出以银行零售服务标准化、品牌化与网络化为突破,“跃迁式”提升我国零售银行市场竞争力的思路。

As foreign bank rapidly spread to China, we know that the competition between Chinese bank and foreign bank will spread out firstly in the retail banking business for domestic bank of retail. This article discusses the main function of retail bank and studies major obstruction in the future development of domestic retail bank, and some suggestions are provided finally.